Reader question: should I raise my prices in January, and how do I tell my clients?
A groomer asks whether to raise prices after the holidays and how to tell regulars without losing them. A plain answer with the timing, amount and words.
"I have not raised prices in two years. My shampoo, rent and my bather's pay all went up. I am thinking about raising prices in January but I am scared my regulars will leave. Should I do it, and how do I tell them?"
Yes, raise them. And January is a good time to do it, as long as you tell clients now and not on January 2.
Here is the plain answer, in order.
Why you are more scared than you need to be
Groomers are close to their clients. You know the dogs by name. That makes raising prices feel personal, like you are asking a friend for money.
But think about who actually leaves over a modest increase. It is mostly the client who already shops on price, books irregularly and complains about the bill. Your regulars, the ones on a four to six week schedule who ask for you by name, are paying for trust. Finding a new groomer their dog tolerates is a hassle they want to avoid. Most of them will stay.
You may lose a few clients. That is usually fine, because most busy shops have a waitlist or a full holiday calendar. Losing a few of the most price-sensitive clients while everyone else pays more often leaves you earning more for fewer hours.
How much
There is no single right number, but here is how to think about it:
- Add up what changed. Supplies, rent, wages, card fees. If your costs went up about 12% in two years, a small raise does not even cover it.
- Raise by dollar amounts, not percentages. "$5 to $10 depending on size" is easier for a client to hear than "8%."
- Check what nearby shops charge. Not to match them, but so you know where you sit. The pricing guide covers how to set prices by size and coat, and why the doodle with a full coat should not cost the same as a short-coat lab.
A reasonable rule: if you have not raised in two years and you are booked out more than two weeks, you are almost certainly underpriced.
When
Announce in November. Start in January.
Here is why. Holiday grooms are your busiest weeks and your clients are happy. They are booking their pre-holiday appointments now. Telling them in November gives them six or more weeks of notice, which feels fair. Raising prices with no warning is what makes people angry, not the increase itself.
January is also when many businesses adjust prices, so clients expect it more than they would in, say, June.
How to tell them, word for word
Tell them in three places.
1. A text or email to every active client, in mid-November:
"Hi [client name], a quick heads up from [shop name]. Starting January 6, our grooming prices will go up by $5 to $10 depending on your dog's size. We have held prices for two years, and our supply and staffing costs have gone up. We wanted to tell you early. [Dog's name] is booked with us on [date] and nothing changes for that visit. Thank you for trusting us with [dog's name]. Reply here if you have any questions."
Using the dog's name matters. It reminds the client this is about their dog, not a faceless bill.
2. A sign at the front desk with the same message, short.
3. In person at checkout for your longtime regulars. "Just so you heard it from me, prices go up a little in January. Nothing changes for today."
Do not apologize more than once. Do not explain your rent in detail. One sentence of reason is enough.
What to do if someone pushes back
Most will not. For the few who do:
"I understand. We kept prices the same as long as we could. If it helps, I can move [dog's name] to every eight weeks instead of six, which keeps your yearly cost about the same."
That offer keeps the client, reduces your load, and they often go back to six weeks on their own once the coat gets shaggy.
Use it in your marketing, too
Raising prices is a good moment to tighten up how you present them. Put clear starting prices on your website and Google profile so new clients self-qualify. The website guide covers what that page needs.
Your reviews will carry a higher price more easily than you think. The median grooming shop in our data has 38 Google reviews, and the top quarter has 92 or more. Only 26% hold a perfect 5.0 rating. A shop with a steady flow of specific reviews can charge more than the one down the road without losing new clients. If you are below the median, the review guide is the place to start. Check where you stand on the benchmark report.
The short answer
Raise prices. Use dollar amounts. Announce in November and start in January. Tell clients by name, give one sentence of reason, and offer a longer interval to anyone who balks.
If you want the price change texts and a new-client price page set up for you, the free 14-day trial covers any one service, no card: text or call (385) 386-6239.
Steven has spent the last several years running growth campaigns for local service businesses, pet groomers among them, and builds the benchmark datasets on this site from public Google listings. About the editor